Child Sponsorship was the primary funding vehicle and 120-second, direct-response television, running 52-weeks a year, was the workhorse for acquiring new sponsors. Their control TV spot was “wearing out,” and the pressure was on to create a new, cost-effective spot. Some of the largest ad agencies had tried without success.
First, we walked away from the celebrity format, because it was hard to control. We were sure we could create a terrific spot quickly, and without the cost and time of filming out of the country, using images in Save the Children’s existing film library. After viewing and synthesizing results of past campaigns along with market research, we developed a new creative strategy and executed a moving new spot.
The spot, HOPE, immediately outperformed the control and went on to beat all other spots for three years, raising an estimated $10 million.